COVID-19 Healthcare News Policy

COVID communications campaign “First Things First” launched for next phase of vaccinations


The next phase of the Australian Government’s COVID-19 vaccination communications campaign launches today, reminding people that the first thing they need to do to get back into the swing of living normally again is get vaccinated.

With the arrival of millions more vaccines, easier access through an expanded network of GPs and pharmacists, and opening up the vaccination program to everyone aged over 12, the campaign kicks off this major ramp up of the vaccination program.

The “First Things First” campaign will air from tonight. It encourages Australians to get vaccinated so they can start enjoying the things they are missing, or to keep enjoying the things they love. It particularly speaks to a younger age demographic.

The campaign has two key themes: to speak to those who have been living in areas of lockdown and are looking forward to our first tastes of freedom again, and to those who are already enjoying the things they love to get vaccinated in order to keep them safe without the risk of lockdowns.

The Australian Government’s comprehensive COVID-19 vaccination communications campaign is being supported with an additional investment of almost $50 million to extend the suite of elements through 2021–22.

Latest research shows the continuing positive trend in attitudes to being vaccinated. 81% of people say they will be or intend to be vaccinated. This is extremely encouraging as sectors strive to reach the 70% and 80% vaccination rates as important targets in the phases for re-opening.

This campaign targets those who are still unsure to be vaccinated as it will enable them to do things they enjoy, such as being with family, attending weddings, going to concerts and travelling.

To date, more than 66% of the Australian population aged 16 and over has had at least one vaccine dose, and more than 22 million doses have been administered across the country.

The Australian Government has been setting vaccination records on an almost daily basis – and the next phase of the communications campaign will seek to keep this momentum going.

More broadly, committees representing Aboriginal and Torres Strait Islander communities, people with a disability and the multicultural communities are being consulted regularly to ensure the vaccination messaging is clear, appropriate and disseminated through the best communication channels to reach all Australians.

The communications campaign also supports on-the-ground engagement with the public, including information kiosks at shopping centres and events, and community in-reach activities with CALD and Indigenous communities.

“First Things First” campaign assets can be viewed at the Australian Government Department of Health website from 9am, Sunday 12 September.


Original story found on the Australian Government Department of Health website. Note: Content has been edited for style and length.

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Nina Alvarez is a Content Producer for Healthcare Channel. Her interests include writing, particularly about the healthcare sector and the many ways it can improve to further benefit people from all walks of life.


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